 For an auto brand, a lot of people scratch their heads and say, why would you put your brand on a channel that doesn't show the sheet metal? But there's a lot we can talk about about these vehicles that gets people excited about the car. And it's more than just the sheet metal. It really is about lifestyle in a lot of ways. For us, it's about storytelling. That's driving a lot of brand awareness, but we can also drive a lot of intent. And that's because we can talk a lot about the features. I think we're learning that we can get a lot more from audio.